Which is the most trusted brand in Australia?

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The latest Net Trust Score survey by Roy Morgan research reveals the answer.

According to the survey, the most trusted brand in the country is now German retail giant ALDI. Its Net Trust Score (NTS) has lifted the supermarket from third to first place.

It has come in just ahead of insurer NRMA. Bendigo Bank, Qantas and Bunnings also performed well.

Qantas has fallen from its number-one spot as Australia’s most trusted brand to fourth position.

ALDI’s main supermarket rivals Woolworths and Coles are rated highly when considering trust. But they fell behind ALDI on NTS due to their much higher levels of distrust.

Despite ALDI’s strong performance, with the top NTS of any brand, supermarkets as a category have a minus NTS. They have fallen behind other industries such as automotive, consumer-product brands, travel and technology.

According to Roy Morgan CEO Michele Levine, the importance of trust to a brand’s sustainable future is increasingly recognised as a key metric.

“Nowhere is a high level of trust more important than when it comes to the provision of the food we eat,” she said.

“The success of ALDI’s entrance to the Australian market has been built not only on discount prices, but also a reputation for reliability and meeting the needs of consumers.

“ALDI’s ability to excel at its core competencies has built a level of trust in the Australian market without at the same time attracting the degree of distrust seen by its rivals.

“Although ALDI’s larger rivals both have high levels of trust, it’s the number of Australians who express distrust in the two market leaders that they should be worried about.

“To rise to meet the challenge presented by ALDI, and other newer entrants into grocery category such as Amazon Fresh, Costco and Kaufland, traditional market leaders Coles and Woolworths need to develop strategies to reduce their growing levels of distrust.”

Top brands in Australia ranked by positive NTS:

  1. ALDI
  2. NRMA
  3. Bendigo Bank
  4. Qantas
  5. Bunnings
  6. Kmart
  7. ABC Network
  8. IGA
  9. Australia Post
  10. ING.

According to Roy Morgan’s Net Trust Score survey, drivers of trust include reliability, customer focus, knowledgeable staff, ease of contact, and previous good experiences with the company.

Conversely, drivers of brand distrust revolve around perceptions of self-centredness, greed, and dishonest and deceitful business practices.